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Google to build profiles of Gmail users for advertisers


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Google to build profiles of Gmail users for advertisers
04-01-2011, 06:30 AM,
#1
Google to build profiles of Gmail users for advertisers
Quote:By Christopher Williams, Technology Correspondent 11:45AM BST 30 Mar 2011

A new system will read emails to learn about what users are interested in and what their priorities are, based on "signals" such as what they receive the most email about, which emails they read and reply to, and the identity of their most regular contacts.

Google's plan will make significantly more use of users' private data to target advertising on Gmail: until now, it has served up sponsored links based on the contents of individual emails, rather than a detailed, stored profile of the recipient.

Gmail's move to "interest-based advertising", as Google calls it, is in line with the trend among web advertisers towards what is usually known as behavioural targeting. In 2009, Google itself began introducing behavioural targeting to its AdWords system, which serves up text advertising with search results and is by far its biggest source of income.

Such technology has prompted fierce debate between the web advertising industry and privacy campaigners, who argue that users do not have adequate control over how they are profiled or how the data is used, and have called for tighter regulations.

Google said Gmail users who do not want their emails to be profiled for behavioural targeting will be able to opt out of the system when it is enabled on their account.

Full article:

http://www.telegraph.co.uk/technology/google/8415769/Google-to-build-profiles-of-Gmail-users-for-advertisers.html
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